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Media Planning for 2013

Submitted by Mitch Seigel on Tues, 12/11/2012

As we move into a new year, the vast depth of media continues to grow. While new media is predominantly where you can reach those under 40, the baby boomers and their parents are living longer and healthier lives than ever before, allowing media once thought to be going extinction, to stay alive as well.

This only continues to complicate things when it comes to planning and buying media for your marketing campaigns. If only yellow pages and newspapers were completely dead. That’s not going to happen any time soon. If only technology reached a plateau in development. Yeah, right!

It means that more strategy needs to be taken before buying, and that no guess work can be involved in what you purchase. It also means that the various media need to be equipped with data to reflect their result patterns for their clients. Also that test schedules will continue to play out, giving clients the chance to see minimal results before making that big investment.

What this forces is ultra targeting, and really understanding your customer base. Possibly you should be conservative on buying new products to sell, or making additional services available to your customers. If you do need to expand, make sure you can amortize costs of media with both old and new services and products available for sale.

If in doubt, consult with a professional who can lead you down the right path, based on experiences he or she has previously faced. Happy Holidays and good luck with your media in 2013.

What are your challenges when it comes to media planning? I look forward to hearing your comments. Until next time…